“…Women's entry to markets as traders is culturally prohibited, and markets serve as men's entrepreneurial sphere (Khan, 2019). Such research geographies translate into a gender‐segregated body of literature: women's entrepreneurship research is mainly by women, for women, and about women, while studies on male entrepreneurship are mainly for men, by men, and about men (Marlow & Martinez Dy, 2018, p. 3). The scarcity of female researchers in the marketplace literature in Pakistan (Amirali, 2017) and the infrequent presence of male scholars studying women's entrepreneurship in the country (Roomi, 2013; Ullah, Ahmad, Manzoor, Hussain, & Farooq, 2012) perhaps present one of the best examples of this gender segregation within entrepreneurship research (Khan, 2018).…”